Gen Z Holiday Shopping Most Impacted by Influencers
The research highlights how consumers of different generations are using influencer recommendations when it comes to holiday shopping decisions.
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More than a quarter (28%) of consumers have purchased a gift based on a recommendation from a creator or influencer in the past year, according to a new study by Mavely, the Everyday Influencer Platform®. This number increases to more than half (52%) and more than a third (36%), when looking at Gen Z and Millennials, respectively. Further, 34% of survey respondents said they are very likely or likely to trust a gift recommendation from a local or micro-influencer; with this number rising to 58% and 45% among Gen Z and millennials, respectively.
The study, which surveyed more than 1,000 US consumers, aimed to understand shopping trends for the holiday season, specifically: the role of influencers in purchasing decisions and how and where most consumers plan to shop this year. While more than half (54%) say they plan to do most of their holiday shopping both online and in-person, surprisingly, older generations plan to do more of their holiday shopping solely online:
- Silent Generation: 30% online, 23% in-person
- Baby Boomer: 22% online, 20% in-person
- Gen X: 20% online, 24% in-person
- Millennial: 16% online, 20% in-person
- Gen Z: 15% online, 18% in-person
Gen Z: Most Influenced by Influencers
More than half (56%) of consumers say that a percentage of the gifts that they buy during the holidays are items they saw promoted by an online influencer or creator. Further, while younger generations may not do all of their holiday shopping online, they are the most likely to turn to online creators or influencers for inspiration via gift guides and recommendations:
- A quarter (25%) of consumers have used a gift guide to make holiday shopping decisions, this number rises to nearly half (47%) for Gen Z consumers.
- More than a third (34%) of consumers are likely to trust the gift recommendations from a local or micro-influencer, this number rises to more than (58%) for Gen Z consumers.
Gen Z: Easily Influenced, but Not Easily Sold
Influencers and content creators have a clear impact on holiday shopping decisions, yet not every engagement is a guaranteed sale. The majority of consumers (36%) say that they would need to see a product promoted by a creator or influencer two to three times before considering purchasing; with 23% of Gen Z saying they would need to see a product promoted four to five times.
“It’s no secret that Gen Z is the most online and connected generation, and also the most sceptical,” said Evan Wray, CEO, Mavely. “So it is not surprising that Gen Z consumers are turning to online resources like influencers and content creators who they trust for gift recommendations, and that they also need the most convincing to purchase. With Mavely, we aim to connect brands with potential customers via everyday influencers to create more authentic interactions and confident purchasing decisions.”
When asked which sources they trust the most for reviews or recommendations of products, consumers say friends / family (58%), product review sections on a retailer’s website (46%), and a brand’s own promoted content (27%).
When purchasing a holiday gift, consumers say that customer reviews (39%), recommendation from a friend or family member (37%), and limited time deals and promotions (28%) are the top factors that motivate them to purchase a holiday gift.
“Consumers rely on who they trust when it comes to purchasing decisions, whether that be friends and family or customer reviews,” continued Wray. “Through Mavely, we’re putting a third group into the mix: everyday influencers – content creators who everyday people feel they can relate to and trust when it comes to what they buy. By working with these types of influencers, brands are unlocking a new and trusted road into their target audiences.”
